A little goes a long way.... ESPECIALLY for Clinique's Rinse-off Foaming Cleanser. The more you use, the more you will end up drying your face make it sensitive & stingy. Uh ladies, you do NOT use a facial cleanser to remove eye make-up & if you do, use an actual make up remover before cleansing your face. This cleanser leaves my skin very fresh & clean after using it without any left over residue. I notice that if I use too much, my toner will sting my face a bit after or burn. This is a very strong cleanser that produces a very rich & thick foamy lather. I love that but that also makes me want to use more product the create even more lather... obsessive, I know! Always leave your cleanser on for a good 30 seconds before rinsing it off to break up the make up on your face.This cleanser will do that effortlessly. And just in case of stripping too much oils/mositure from your face, use your toner while your face is still damp from the rinse. While your toner is drying, apply your moisturizer on. The toner/water will make your lotion/cream spread more easily & you will use less cream/lotion. Your skin should feel fresh, clean & moisturized after. I've been doing this & using the Rinse-off Foaming Cleanser for the past 4 years & my skin has never reacted bad to it.